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Presentation of d mart

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ABSTRACT:India is loand increasing RETAIL opportunities. Retailing has bright prospects, propelled by the lifestyle changes taking place among the customers. The retailers have realized that creating superior customer service is the key for their success. The challenge to the retailer is not only to satisfy the customers, but also to delight and retain relationship with the customers.

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 In this situation, well carved-out retail marketing strategy is essential which is specially designed for maintaining Customer Relationship Management and also which is the need of the hour.

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MISSION“ TO BE THE LOWEST PRICED RETAILER IN THE AREA OF OPERATION / CITY / REGION.” VISION IT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY & MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S EVERYDAY USE & AT THE BEST VALUES THAN ANYBODY ELSE

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LOCATION Situated at Koparkhairane since the last seven years. This area has got lot of potential in terms of customers.The middle income group mainly resides here and nearby areas. There is lot of traffic (both vehicular and pedestrian). Also it is easy to access from Koparkhairane side since TMT, NMMT, KDMT and BEST bus stop is nearby.

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 Large frontage makes mall clearly visible from outside. ATMs are available near the mall for one to withdraw money, if required.

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LAYOUT All FMCG products which are used daily are kept on the ground floor The Vegetables and medicines counter are also situated on the ground floor. The first floor is mainly for apparels/Garments. Mens, women and kids wear are available on this floor The second floor stores all the home appliances, utensils, sports equipments, and gift articles etc.

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 Each section has one attendant on average. The floor cleaning activity is outsourced.

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EXTERIOR DESIGN The exterior also houses baggage counters and safe deposits Certain food and refreshment stalls for the shoppers to enjoy. Metal railing are built for the shoppers to sit and rest. Security personnels are employed to check the customers with metal detectors for security reasons. There is a single door for entry, whereas two doors for exit.

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 Located in the middle of koparkhairane. The exterior design is very ordinary and functional at best. It consists of a three storey complex. The building is painted white with D-MART logo clearly visible from the road.

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INTERIOR DESIGN The interiors are green, associating it with the colour of their logo. The whole store was floored with ceramic tiles. Adequate light was focusing on product for the convenience of the customers. Music was pure soft hindi music which appealed to the target customers.

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MERCHANDISE The product mix is good & lot of variety is available. The assortments for apparels is done as per the price and size. The D-Mart offer price and the Max. Retail Price both were visible on the price card During the festival season, the festival items are kept in the main area. A wide variety of festival and decorative items for Ganpati and Navratri festival are kept along the main passage.

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 The whole area was divided as per the products that they offered like apparels, stationeries, crockery’s, sanitary items, gift articles, steel items, detergents, vegetables, fruits, etc.

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ADVERTISING & PROMOTION D-Mart hoardings can be found on the lamp-posts on major roads in Navi Mumbai area. D-MART usually advertises in major newspapers giving information about their latest offers Promotion and sales offers were present for most of the items.  E.g. There were a discount of 10 % on all CINTHOL products and Cadbury chocolates.

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 There was one separate whole shelf for products that were offered at huge discount  for instance “HALDIRAM” sweets were selling at Rs.25 wherein the actual MRP was Rs.45.

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PRICING The prices offered are economical in D-mart. EDLP (Everyday low pricing) pricing strategy is followed. D-Mart offers minimum 2% to 10% discount on MRP and straight 5% on medical product, except grocery, vegetables and fruit items. (Bundled price) Two or more products were packed and were available at a discounted price.  E.g.:- Santoor soap bundled along with a Wipro CFL bulb.

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CRM STRATEGIES /PRACTICES Setting up an Image of a DISCOUNT STORE:- Now day’s people more attract towards discount stores. D-Mart is Retail store which come with the discount rate of product. They give discount on all the daily usage product. Because of this customer’s are automatically attract towards them.

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 Offers VALUE FOR MONEY. Provides a lot of offers:-  Some for a specific period  Some throughout the year TARGET GROUP:-  Valueconscious  Upper / Lower middle income customers.